In a business communications programme, a company influences prospective customers and retains existing customers by presenting itself as 'better than the alternative' - better service, better knowledge, better position in the industry, better delivery, better employees, better systems, better integrity, better support and, overall, better for your business.
It does this by differentiating not only what it does, but also the way it does it and how it thinks.
Given the challenges facing local authorities - and the public sector in general - and the number of changes being implemented across most departments, there is never going to be a shortage of relevant material from which to draft a proactive communications programme.
In these times of austerity, everything seems to be changing at once - new policies, new procedures, new qualifying criteria, etc. All to be delivered through a reduced public sector infrastructure.
The communications challenge is to move beyond the presentation of statutory, factual and procedural information to offer insight into each area of service delivery, eg perspectives, opinions, guidance and instruction, clarification, case studies, etc.
Writing about the real things that matter and, more importantly, to be seen as doing something about these issues on the customers’ behalf is a great way of boosting your reputation.
This knowledge is held within the service areas themselves, and the service area should draft the content in a contemporary manner, which means adopting a conversational, 'unofficial-like tone and expressing honest and thought-provoking views.
0 comments:
Post a Comment